The world a brand exists in is exciting and dynamic – just like its customers. It’s always been challenging and expensive for brands to capture the imagination of their customers among fierce competition for attention.
The SBA says most small businesses fail because they don’t invest enough in marketing. Local and regional businesses often see marketing as optional, something to do if they have extra revenue. What successful brands know is that communications is the essential part of an operation. It is the only tool that attracts and retains customers.
Now, the 200-year-old model of interruptive advertising and public relations is failing. Use of ad-blocking digital apps and subscriptions to ad-free services like Netflix and Pandora have reached critical mass. And, millennials see the “brag and promise” standard of advertising and PR as BS. So, how do you connect with audiences today? Tell an entertaining story.